Good marketing is about helping people invest in something they\u2019ll be glad they did. If you are selling a $40 product, the sale is relatively easy. But when you\u2019re offering a lifestyle change, complex emotions are involved.<\/p>\n
Bill delayed, but when he was ready, he knew exactly where to go and what to do. My client understood marketing for the long game.<\/p>\n
Since our ideal prospects often encounter our message before they\u2019re ready to buy, marketing for the long game focuses on two key strategies:<\/p>\n
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- Helping prospects make a decision sooner.<\/li>\n
- Ensuring they choose you<\/em>.<\/li>\n<\/ul>\n
Inspire: Lead with Story<\/strong><\/h4>\n
One of the most powerful devices in your marketing toolkit should be storytelling.<\/p>\n
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<\/p>\nSpecifically, storytelling that creates the emotions you want your prospects to feel <\/em>and associate with your offer: joy, hope, urgency, victory, etc.<\/p>\n
It\u2019s these emotions that drive our powerful unconscious mind to make conscious decisions that make us feel good.<\/p>\n
What goes into a good inspiring story?<\/p>\n
My two favorite books on this topic are Michael Hauge\u2019s Storytelling Made Easy<\/em> and Donald Miller\u2019s Building a StoryBrand<\/em>.<\/p>\n
The most critical elements shared in these books come down to four key points:<\/p>\n
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- Show your character is a normal person.<\/li>\n
- Share the crisis that changed their thinking.<\/li>\n
- Describe their journey with you as their guide.<\/li>\n
- Show the reward of their victory.<\/li>\n<\/ol>\n
Even a short 5-sentence testimonial can cover all four of these elements and drive your prospects\u2019 desire to get started.<\/p>\n
The more you share stories, the more you can inspire your audience with emotions they will associate with your brand for the long-term.<\/p>\n
Encourage: Build Their Confidence<\/strong><\/h4>\n
As a publisher, I encounter a lot of business authors who are anxious to write a 200-page book filled with overwhelming details.<\/p>\n
Features and facts great for a small portion of the population, but the vast majority of buyers get overwhelmed by analysis paralysis and walk away \u201cto think about it for a little longer\u201d.<\/p>\n
Good marketing is educating your prospect to the point they\u2019ve got the confidence to begin your process\u2026 but not so much that they gain a false confidence they should be able to do a version of it on their own.<\/p>\n
If you truly believe your services offer value they can\u2019t achieve without you, then make sure your marketing doesn\u2019t imply they should try.<\/p>\n
Build their confidence in the benefits of your proven process, not the details or the data.<\/p>\n
Equip: Help Them Start Simple<\/strong><\/h4>\n
Overwhelmed people don\u2019t buy, and confused people don\u2019t start so if you want to make getting started easier, make it simple.<\/p>\n
My team and I have been doing this for years within the fitness industry, using 100-page books explicitly designed to convert prospects into clients.<\/p>\n
The books are lead magnets, turning the authors into fitness authorities and local celebrities.<\/p>\n
They educate without overwhelming; giving readers an idea of who they\u2019ll meet at the studio, what to wear, what to take with them, what to eat (or not eat), and what to expect in their workout sessions (and why). Vital details that can close a sale faster.<\/p>\n
Now, think about your company.<\/p>\n
Remove the fear-of-the-unknown obstacle by showing potential customers exactly what to expect in their first few visits.<\/p>\n
If you\u2019re marketing online, demonstrate \u2013 screen by screen \u2013 the buying and login process before they click the \u201cbuy now\u201d button.<\/p>\n
When you clarify exactly what to expect and what to do first, you make the process easier.<\/p>\n
And that matters.<\/p>\n
Take the Lead<\/strong><\/h4>\n
When you understand that marketing is a long game, it transforms your marketing strategy.<\/p>\n
Spend time developing assets that stand the test of time; particularly those you can build once and reuse over and over.<\/p>\n
An inspirational talk (or webinar), a compelling book, and a thoughtful email onboarding campaign are all reusable assets that give you time to inspire, encourage, and equip people to say yes to life-changing decisions.<\/p>\n
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